Soft Drinks in Bulgaria

December 2023 | 84 pages | ID: S2320103E09EN
Euromonitor International Ltd

Abstracts

The soft drinks market in Bulgaria in 2023 is experiencing transformative changes in response to economic factors and evolving consumer preferences. Inflationary pressures are notably impacting price growth and disposable incomes, leading consumers to become increasingly price-sensitive. This shift in behaviour is evident as individuals reduce expenditure on non-essential items. The cost of living crisis is particularly driving the performance of private label lines, which are surpassing some we...

Euromonitor International's Soft Drinks in Bulgaria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Soft Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Soft Drinks in Bulgaria
Euromonitor International
May 2024

LIST OF CONTENTS AND TABLES

SOFT DRINKS IN BULGARIA
EXECUTIVE SUMMARY
Soft drinks in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
APPENDIX
Fountain sales in Bulgaria
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Price sensitivity rises in face of inflation
Reduced sugar carbonates gains further ground
Gin and tonic trend prompts premiumisation
PROSPECTS AND OPPORTUNITIES
Carbonates faces intensifying competition from healthier and trendier alternatives
Continued rise for reduced sugar carbonates
Players will invest in portfolio optimisation and expansion
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 37 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 38 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028
JUICE IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Steady growth for juice overall amid economic pressures
Trading down increases along with health-oriented shifts
Cappy and Queen’s remain on top in strongly competitive landscape
PROSPECTS AND OPPORTUNITIES
Players to focus on optimisation as health trends continue to inform innovation
Niche areas will see further expansion
Increased prevalence of promotional strategies and price sensitivity
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 54 Off-trade Sales of Juice by Category: Value 2018-2023
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 59 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 60 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 62 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Carbonated water evolves as health trends persist
Investment in innovation and sustainability
Functional bottled water is rising
PROSPECTS AND OPPORTUNITIES
Rising demand and diversification forecast
Competition to intensify as demand becomes more sophisticated
Big brands will see further benefit as e-commerce goes from strength to strength
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 66 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising interest in fitness and hydration sustains further growth in 2023
Players face distribution challenges and low awareness
Innovation accelerates with more products and players
PROSPECTS AND OPPORTUNITIES
Growth to be spurred by rising sports culture and education
Players should invest more in marketing, though economic woes may curtail growth
New entrants expected to enter the fray as cross-category competition intensifies
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 78 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
ENERGY DRINKS IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Energy drinks enjoys strong growth in both foodservice and retail channels
Flavour innovation continues to sustain sales, while Hell Energy Drink maintains leadership
Distribution to expand amid persistent shift towards healthier alternatives
PROSPECTS AND OPPORTUNITIES
Reduced sugar options to gain ground
E-Commerce will continue to expand as competition intensifies
Growth will slow as category approaches maturity, with on-trade rising faster than off-trade sales
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 90 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Health concerns prevent positive growth despite cost-friendly appeal of concentrates
Organic liquid concentrates offer some hope
Herbal dietary supplements further undermine demand for powder concentrates
PROSPECTS AND OPPORTUNITIES
Demand to continue declining for concentrates
Sustainability may provide differentiation, while liquid concentrates will continue to outperform powder
Functional expansion amid market stagnation
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 103 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Seasonality presents challenges while health trends support sales
Reduced sugar variants in demand
RTD tea benefits from wide distribution and new product development
PROSPECTS AND OPPORTUNITIES
Reduced sugar RTD tea will see rising demand
Variety and innovation drive demand
Expansion for private label and distribution channels
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 117 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
RTD COFFEE IN BULGARIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Younger consumers show rising interest though seasonality limits growth
Growth remains subject to economic pressures and distribution dynamics
International brands rule competitive landscape of RTD coffee in Bulgaria
PROSPECTS AND OPPORTUNITIES
Growth potential remains with innovative developments expected during forecast period
Foodservice to continue to present challenges, while domestic players may gain ground
E-Commerce will keep on rising
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 130 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028